This is a quick 5 minute tutorial from Neville Medhora on how to write headlines using “Lenses.”
Here’s a breakdown of the lenses mentioned in the video:
Imagine you’re hopped up on caffeine and writing to a guy who has way to much muscle for his height. That’s the tone you want to convey when writing through the “Competitive” Lens:
- Beat the competition!
- A-type personalities!
You will be coming up with headlines that show dominance and power over their peers:
- “Beat the HELL out of your friends on your next round of golf”
- “Dominate the search results, and leave Page 2 of Google for your competitors”
- “There’s a losing team, and a winning team. Which do YOU want to be on?”
I personally enjoy writing in this tone because it’s fun. I will say this attitude will appeal more towards men than women (about 80% men and 20% women in my experience).
“Benefit Driven” Lens:
Just show them what they get by using your product. Pretty straightforward form of messaging. Will appeal to:
- Analytical people
- Rational-minded people
- Methodical people
You can use a lot of statistics, testimonials, or feature comparisons.
This Lens is helpful to wear when selling a software product. It’s usually just best to SHOW them the benefits the software or service will provide for them.
- “81% faster than any other WordPress host”
- “Use InfusionSoft and it will handle your entire sales funnel”
- “By viewing your page as a heat map, you can instantly tell what your customers are clicking”
“You can do this too!”
With the “Inspirational” Lens you want to show what’s possible for someone if they buy your product:
- “Even non-computer nerds can have a WordPress site with zero technical knowledge”
- “You can write headlines like a professional copywriting in the KopywritingKourse“
- “Get the job of your dreams delivered to your email inbox”